Combining up-to-date theory and practice, this book provides a 360-degree overview of how to incorporate a holistic, pragmatic ‘Design Thinking’ inspired methodology into food and beverage product design. From the initial conceptual stages through to launch, it covers the key elements of both the design thinking methodology and product design, drawing on the author’s personal experiences and diving deep into relevant industry case studies. It also offers focused insights into how empathy can build understanding of consumer motivations, and how to design product experiences that fit specific consumer desires and expectations. Ideal for industry professionals seeking to elevate their approach to product design, this book is a valuable resource for those passionate about food and beverages, eager to start their first or next innovation project.

About the Author

Alex Toft Nielsen (Food Architect, PBA in Education, Certified Chef)

Alex’s career journey is anything but conventional!

Alex started out his career with a passion for food and was a certified chef already at the age of 20.

With the mindset of an anthropologist he has worked with teaching and learning about food in places like Kathmandu, Nepal; Kerala, India and Sulawesi, Indonesia.

Since 2008, Alex has been deeply involved in innovation, working across both B2B and B2C in the food & beverage industry.

His expertise spans over a decade of product development and food technology, including roles at major ingredient companies like D�hler GmbH in Germany.

He also brings commercial experience as an Innovation Manager for Urtekram and Kung Markatta, two leading organic food brands in Denmark and Sweden, under the Midsona Group.

Throughout his career, Alex has contributed to numerous product launches across various markets and has navigated the challenges of unrealized projects. Valuable hands-on lessons in the innovation process.

In addition, he is the founder of the spice company: Aroma Spices (founded in 2007 and sold in 2017), especially known for: World’s best curry powder project and the award winning product: CP44 Curry Powder.

Since completing the Food Architect program at IBC (International Business College, Denmark) in 2011, Alex has been a dedicated practitioner of design thinking methodologies, bringing these principles to life through his work in innovation.

Since 2020, he has worked as a product designer, shaping and implementing the design thinking methodology at a global Food & Beverage FMCG company.

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